HardwareGraphics Cards’I don’t want AMD to be the company that only people who can afford Porsches and Ferraris can buy': AMD’s Jack Huyhn says being ‘King of the Hill’ isn’t the priority for its next-gen GPUsWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
HardwareGraphics Cards’I don’t want AMD to be the company that only people who can afford Porsches and Ferraris can buy': AMD’s Jack Huyhn says being ‘King of the Hill’ isn’t the priority for its next-gen GPUsWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: Future)
When it comes to the top-end of the GPU market, AMD has struggled in recent years against Nvidia’s offerings. TheRX 7900 XTandRX 7900 XTXare far from bad graphics cards, but put up against theRTX 4080 SuperandRTX 4090, it can be a tough sell to recommend the AMD cards against the green team opposition unless the price is right.
Inan interview with Tom’s Hardware, AMD’s senior vice president and general manager of the Computing and Graphics Business group Jack Huyhn seems to think that going for the high-end of the market with the next-generation of AMD GPUs shouldn’t be a top priority:“I’m looking at scale, and AMD is in a different place right now. We have this debate quite a bit at AMD, right? So the question I ask is, the PlayStation 5, do you think that’s hurting us? It’s $499. So, I ask, is it fun to go King of the Hill? Again, I’m looking for scale. Because when we get scale, then I bring developers with us.“So, my number one priority right now is to build scale, to get us to 40 to 50 percent of the market faster. Do I want to go after 10% of the TAM [Total Addressable Market] or 80%? I’m an 80% kind of guy because I don’t want AMD to be the company that only people who can afford Porsches and Ferraris can buy. We want to build gaming systems for millions of users.“That would tie in withlong-standing rumoursthat AMD’s RDNA 4 GPUs were focussing on the mid-range sector, without a halo product to compete with the RTX 4090 (or whateverthe RTX 5090 might end up being).
When asked if AMD was going after the flagship market at all, however, Huyhn did leave the door open for potential ultra-high-end cards in future:
“One day, we may. But my priority right now is to build scale for AMD. Because without scale right now, I can’t get the developers. If I tell developers, ‘I’m just going for 10 percent of the market share,’ they just say, ‘Jack, I wish you well, but we have to go with Nvidia.’ So, I have to show them a plan that says, ‘Hey, we can get to 40% market share with this strategy.’
“Then they say, ‘I’m with you now, Jack. Now I’ll optimize on AMD.’ Once we get that, then we can go after the top.”
It’s an interesting point. Given that AMD’s GPU market share was estimated to bearound 19% in the last quarter of 2023, ensuring that developers still think it’s worth their while to optimise for AMD cards may be a priority. Although it could also be read as an expectation management strategy for upcoming cards that might not be as performant as AMD would like.
Still, if the new AMD cards can deliver excellent mid-range performance for significantly less cash than Nvidia’s offerings, that’d likely tempt more gamers into the fold.
The biggest gaming news, reviews and hardware deals
Your next upgrade(Image credit: Future)Best CPU for gaming: The top chips from Intel and AMD.Best gaming motherboard: The right boards.Best graphics card: Your perfect pixel-pusher awaits.Best SSD for gaming: Get into the game ahead of the rest.
Your next upgrade
(Image credit: Future)Best CPU for gaming: The top chips from Intel and AMD.Best gaming motherboard: The right boards.Best graphics card: Your perfect pixel-pusher awaits.Best SSD for gaming: Get into the game ahead of the rest.
(Image credit: Future)
Best CPU for gaming: The top chips from Intel and AMD.Best gaming motherboard: The right boards.Best graphics card: Your perfect pixel-pusher awaits.Best SSD for gaming: Get into the game ahead of the rest.
That being said, what you get with a modern Nvidia card is the ability to take advantage of DLSS 3—and in the mid to budget range cards, great upscaling with significant performance gains is likely to matter to gamers looking for the most bang for their buck.
While AMD’s FSR 3.1 is capable of keeping up in the performance stakes, in our testingwe found it still has a long way to gowhen it comes to preserving image quality compared to Nvidia’s solution.
More than that, however, if Nvidia has no real competition at the top-end of the market for a new generation, there’s no real incentive to lower pricing to be competitive. If the new AMD cards really are missing a high-end competitor, that means Nvidia is really the only place to go for the best performance if you’ve got the cash to splash.
Good news for mid-range buyers, I guess. For those looking for top-end performance, however, it looks like Nvidia might be the only game in town for the new generation of cards.
TOPICSHardwareRadeon
TOPICS
More about graphics cardsIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thingLatestToday’s Wordle answer for Saturday, January 11See more latest►
More about graphics cardsIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thingLatestToday’s Wordle answer for Saturday, January 11See more latest►
More about graphics cardsIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thing
More about graphics cards
Is the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thing
Is the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.
Is the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.
It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thing
It’s time for me to admit that AI-accelerated frame generation might actually be the way of the future and that’s a good thing
LatestToday’s Wordle answer for Saturday, January 11See more latest►
Latest
Today’s Wordle answer for Saturday, January 11
Today’s Wordle answer for Saturday, January 11
Today’s Wordle answer for Saturday, January 11
See more latest►
Most PopularPiranha Games will lay off employees after Mechwarrior 5: Clans ‘performed below projections’Marvel Rivals’ latest update quietly killed the game’s burgeoning mod sceneSorry everyone, Minecraft 2 is cancelled, and it might be our faultTeam Fortress 2 just had the single biggest trade in its history, with ‘the absolute best hat you can get’ going for around $40KIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.Elden Ring: Nightreign is getting a closed network test, and I’m totally not fuming because PC players aren’t invited to the party, or anythingIf you’re a content creator and gamer looking for a CPU upgrade, this Ryzen 9 9900X deal will get you $90 offAMD is now reportedly making all-American Ryzen 9000 CPU dies at TSMC’s Arizona fabI tried a sim racing rig that generates ‘wind’ at CES 2025 and it’s claimed to help keep VR nausea at bayFinal Fantasy 14 communities panic as it turns out change to blacklisting, meant to help reduce stalking, also lets players use mods to track their altsTikTok’s time in the US may be ticking to a close as it makes a last stand in the Supreme Court, though Trump now says he ‘opposes banning’ it
Most PopularPiranha Games will lay off employees after Mechwarrior 5: Clans ‘performed below projections’Marvel Rivals’ latest update quietly killed the game’s burgeoning mod sceneSorry everyone, Minecraft 2 is cancelled, and it might be our faultTeam Fortress 2 just had the single biggest trade in its history, with ‘the absolute best hat you can get’ going for around $40KIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.Elden Ring: Nightreign is getting a closed network test, and I’m totally not fuming because PC players aren’t invited to the party, or anythingIf you’re a content creator and gamer looking for a CPU upgrade, this Ryzen 9 9900X deal will get you $90 offAMD is now reportedly making all-American Ryzen 9000 CPU dies at TSMC’s Arizona fabI tried a sim racing rig that generates ‘wind’ at CES 2025 and it’s claimed to help keep VR nausea at bayFinal Fantasy 14 communities panic as it turns out change to blacklisting, meant to help reduce stalking, also lets players use mods to track their altsTikTok’s time in the US may be ticking to a close as it makes a last stand in the Supreme Court, though Trump now says he ‘opposes banning’ it
Most PopularPiranha Games will lay off employees after Mechwarrior 5: Clans ‘performed below projections’Marvel Rivals’ latest update quietly killed the game’s burgeoning mod sceneSorry everyone, Minecraft 2 is cancelled, and it might be our faultTeam Fortress 2 just had the single biggest trade in its history, with ‘the absolute best hat you can get’ going for around $40KIs the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.Elden Ring: Nightreign is getting a closed network test, and I’m totally not fuming because PC players aren’t invited to the party, or anythingIf you’re a content creator and gamer looking for a CPU upgrade, this Ryzen 9 9900X deal will get you $90 offAMD is now reportedly making all-American Ryzen 9000 CPU dies at TSMC’s Arizona fabI tried a sim racing rig that generates ‘wind’ at CES 2025 and it’s claimed to help keep VR nausea at bayFinal Fantasy 14 communities panic as it turns out change to blacklisting, meant to help reduce stalking, also lets players use mods to track their altsTikTok’s time in the US may be ticking to a close as it makes a last stand in the Supreme Court, though Trump now says he ‘opposes banning’ it
Most Popular
Piranha Games will lay off employees after Mechwarrior 5: Clans ‘performed below projections’
Marvel Rivals' latest update quietly killed the game’s burgeoning mod scene
Sorry everyone, Minecraft 2 is cancelled, and it might be our fault
Team Fortress 2 just had the single biggest trade in its history, with ‘the absolute best hat you can get’ going for around $40K
Is the new RTX 5070 really as fast as Nvidia’s previous flagship RTX 4090 GPU? Turns out the answer is yes. Kinda.
Elden Ring: Nightreign is getting a closed network test, and I’m totally not fuming because PC players aren’t invited to the party, or anything
If you’re a content creator and gamer looking for a CPU upgrade, this Ryzen 9 9900X deal will get you $90 off
AMD is now reportedly making all-American Ryzen 9000 CPU dies at TSMC’s Arizona fab
I tried a sim racing rig that generates ‘wind’ at CES 2025 and it’s claimed to help keep VR nausea at bay
Final Fantasy 14 communities panic as it turns out change to blacklisting, meant to help reduce stalking, also lets players use mods to track their alts
TikTok’s time in the US may be ticking to a close as it makes a last stand in the Supreme Court, though Trump now says he ‘opposes banning’ it
HARDWARE BUYING GUIDESLATEST GAME REVIEWS1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop3Best mini PCs in 2025: The compact computers I love the most4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested1Thank Goodness You’re Here! review2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review3WD Black SN850X 8 TB NVMe SSD review4Ikea Utespelare desk review5Asus ROG Harpe Ace Mini wireless mouse review
HARDWARE BUYING GUIDESLATEST GAME REVIEWS1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop3Best mini PCs in 2025: The compact computers I love the most4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested1Thank Goodness You’re Here! review2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review3WD Black SN850X 8 TB NVMe SSD review4Ikea Utespelare desk review5Asus ROG Harpe Ace Mini wireless mouse review
HARDWARE BUYING GUIDESLATEST GAME REVIEWS1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop3Best mini PCs in 2025: The compact computers I love the most4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested1Thank Goodness You’re Here! review2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review3WD Black SN850X 8 TB NVMe SSD review4Ikea Utespelare desk review5Asus ROG Harpe Ace Mini wireless mouse review
HARDWARE BUYING GUIDESLATEST GAME REVIEWS1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop3Best mini PCs in 2025: The compact computers I love the most4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested1Thank Goodness You’re Here! review2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review3WD Black SN850X 8 TB NVMe SSD review4Ikea Utespelare desk review5Asus ROG Harpe Ace Mini wireless mouse review
HARDWARE BUYING GUIDESLATEST GAME REVIEWS
1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads
1Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads
1
Best Steam Deck accessories in Australia for 2025: Our favorite docks, powerbanks and gamepads
2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop
2Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop
2
Best graphics card for laptops: the mobile GPUs I’d want in my next gaming laptop
3Best mini PCs in 2025: The compact computers I love the most
3Best mini PCs in 2025: The compact computers I love the most
3
Best mini PCs in 2025: The compact computers I love the most
4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands
4Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands
4
Best 14-inch gaming laptop: The top compact gaming laptops I’ve held in these hands
5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested
5Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested
5
Best Mini-ITX motherboards in 2025: My pick from all the mini mobo marvels I’ve tested
1Thank Goodness You’re Here! review
1Thank Goodness You’re Here! review
1
Thank Goodness You’re Here! review
2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review
2Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review
2
Shiren the Wanderer: The Mystery Dungeon of Serpentcoil Island review
3WD Black SN850X 8 TB NVMe SSD review
3WD Black SN850X 8 TB NVMe SSD review
3
WD Black SN850X 8 TB NVMe SSD review
4Ikea Utespelare desk review
4Ikea Utespelare desk review
4
Ikea Utespelare desk review
5Asus ROG Harpe Ace Mini wireless mouse review
5Asus ROG Harpe Ace Mini wireless mouse review
5
Asus ROG Harpe Ace Mini wireless mouse review
